Curated for content, computing, and digital experience professionals

Author: Geoffrey Bock (Page 3 of 3)

What’s the Future for User Generated Content?

I was part of a Web 2.0 panel in New York City earlier this week, moderated by Bryant Shea, Director of Content Management at Molecular. It was an intimate affair – we had about thirty people in the room, drawn largely from media/entertainment, financial services, and insurance firms.

We wanted to encourage audience participation — about five minutes into the event, one person piped up, “We know that Web 2.0 is all about user generated content. We certainly agree – we’ve put up a blog for our customers. Now what do we do with all this content?” Good question – we spent the rest of the evening trying to answer.

I’m not sure we ever reached a resolution but this got me thinking. What’s equally important is the prior question – why put up a blog in the first place? Business strategies need to drive technology choices; technology options can then drive business opportunities.

Now there are certainly plenty of plausible reasons for companies to want to encourage blogging about their products and services. Building brand loyalty, supporting the fans, wanting to learn about customers experiences (both the good and the bad), facilitating a peer group who can support one another, perhaps even turning to loyal end users to help with product development – the list goes on.

Companies have many options for engaging their customers. But they first have to be open to having the conversation with them, and have some inkling of how they’ll use all the insights they acquire.

Note, an inkling is a clue or a hunch – it’s not (yet) a plan. Allowing customers to blog back, blog about, and blog with one another is only the first step in a larger process. With Web 2.0, there’s lots of room for experimentation – trying things out, and seeing what works, moving on. What’s new is the ability to link things together.

Implementers and the business managers who support them need not have a formal plan about how they’re going to use all the user generated content. What they do need, I believe, is the willingness and the time to listen, and then to figure out how best to join the conversation.

After Enterprise 2.0

The Enterprise 2.0 conference is winding down in Boston today so it’s a good time to reflect on the “two dot oh” phenomena. As industry watchers and marketers, we’ve come a long way since Tim O’Reilly coined the concept two years ago. With hordes of people crowded into the new Westin Hotel in South Boston and the exhibit hall packed like Grand Central at rush hour (I’ve yet to hear an attendance count) I felt a rush of excitement in the air. There’s a certain sense of headiness when talking with entrepreneurs about their latest products and solutions. I was floored by the breadth of creativity.
But what struck me most is the vision thing – the gulf between the claims about Enterprise 2.0 and the realities of how work gets done. Enterprise 2.0 seems to be about blogging for a living, putting up a wiki, realizing that email is broken, and communicating with customers. Oh yes, then there’s unleashing the power of teams, user generated content, and building communities. The list goes on . . .
Yet two words are missing – management and process. In our always on world, we are inundated with information, and constrained by the limits of the twenty-four hour day. We need to take a hard look at how sharing information online creates new sources of value and better modes of organization. David Weinberger said it best in his opening keynote – everything is now metadata. We need to figure out how to harness this incredible openness at our fingertips. Developing a compelling information architecture is going to be even harder than an effective technical architecture.
What comes next? I’m now planning the collaboration and social computing track for our fall conference. (Stay tuned, we’ll be announcing the program later this summer.) I think we need to take a look at the hard issues of designing collaborative business processes. What do you think? I’m open to suggestions. Let me know, beginning by responding to this post. I look forward to our continuing conversation.

Managing Content for Compliance — May 4 in Washington, DC

I’ll be giving a talk on “Managing Content for Compliance: A Framework” at the annual IT Compliance Institute Conference — Friday, May 4th in Crystal City Virginia.

Sneak peek at my recommended actions:

  • Secure senior leadership
  • Develop policies and procedures
  • Develop information architecture and systems
  • Expect to iterate.

No real magic — just a lot of hard work! Fortunately, the smart use of relevant content technologies will help.

Wikis and Mashups–QEDWiki from IBM

Here’s some interesting news from IBM that caught my eye — new enterprise mashup technology, QEDWiki from IBM labs. To quote from the press release, it seems that wikis can front-end business process redesign initiatives.

QEDWiki, which is based on Web 2.0 technologies, is applicable for business situations. IBM’s Enterprise Mashup Technology breaks down the barriers of traditional application development and provides a framework that uses information from the Web and wiki technology to allow people to create a customized application in less than five minutes. For instance, many businesses rely on weather conditions when planning daily operations. QEDWiki can help a logistics manager plan the most efficient way to send rock salt, shovels and snow blowers to the Northeast to stock the store in time for a forecasted record snow storm. By using the enterprise mashup maker, the manager can “drag and drop” weather reports, online maps and the company’s national hardware inventory data into an application that will show which stores will be effected by the storm and which stores need inventory. The technology can quickly enable a store manager to prioritize product deliveries to meet customer demand within a small timeframe.

Per chance, wikis provide a more intuitive presentation of information than simple lists. This is going to be an important development for collaborative technologies. Moreover, mashups when linked to wikis can facilitate rapid application development–quickly putting up an ad hoc information sharing environment and then tweaking it, on-the-fly.

But all this begins by having access to well-tagged, self-describing content. The hard part is designing the underlying information architecture, developing the relevant content schemas, and tagging all of the content and their varied contexts in the first place.

Welcome to the Collaboration Blog

Another blog? On collaboration? No this is not a mistake. Welcome to the Collaboration Blog at the Gilbane Group. I’ll be focusing on business collaboration – the techniques, tools, and technologies that you and I use in our work-a-day worlds to share information online.

Along the way I’m probably going to spend some time talking about “social computing” – the new buzz word for sharing information online which IBM is adding to its latest marketing campaign. And inevitably I’ll touching on MOSS and VISTA—the Microsoft juggernaut that includes Microsoft Office SharePoint Server 2007 (MOSS), the rewrite of Windows for the 21st century (VISTA), and the other Office 2007 applications. And then there are the neat new tools and applications coming down the pike, from innovative start-ups and established vendors alike.

More is at stake than this year’s marketing hype. Let’s put the discussion in context.

Collaboration is one of those old ideas about the future of technology, going back more than thirty years to the dawn of networked computers. (Yes once upon a time, not so many years ago, even email was new and revolutionary.) Many of us in the industry, developing products in those pre-Internet days, talked a lot about the “three C’s” – communication, coordination, and collaboration. We had this crazy idea that once we could connect electronically with one another, we could easily communicate and share information. Then eventually we would ascend to the nirvana of collaboration, and be able to work together with our colleagues to achieve common goals.

Yes, the easy communication and the information sharing certainly has happened. Yet there’s still a lot of overhead when we try to work closely with one another, at a distance. Along the way we’re finding that our colleagues are no longer our co-workers and employees in the same company–and that our actions and activities routinely span time zones and organizational boundaries. In fact, many of us now work as independent agents within a distributed (and networked) extended enterprise, in ways that would astound – and perhaps delight — our fathers and mothers.

I don’t think anybody will dispute the fact that the Internet changes how we work – and how we play. Yet making good use of our endless capabilities to communicate and share information is another matter. We still need to figure out how we can best collaborate with one another to achieve meaningful outcomes—particularly when we have the benefits (and the challenges) of working in a distributed fashion over the Web. Going forward, I hope to have more to say about the business impacts of collaboration, and why some collaborative computing environments are going to be more successful than others.

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